Media executive Antoinette Alfonso Zel has been named CEO of El Rey, the cable network founded by filmmaker Robert Rodriguez which is slated to launch at the end of 2013.

El Rey is described as a "general entertainment" cable network geared toward young Americans. Zel, who most recently was CEO and president of advertising agency La Comunidad, was previously Senior Executive VP of network strategy at Telemundo, where she oversaw the relaunch of Mun2, and was also president of MTV Networks Latin America.

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"Antoinette's remarkable track record in network management and her passion for youth culture and creative vision uniquely positions her to lead El Rey as it creates compelling images and inspiring stories that speak to America's young Latino and mainstream audiences," said Rodriguez in a statement.

In addition to Zel, Dave Cassaro was named head of the El Rey Launch Team, in charge of putting together marketers, distributors and partners for the launch of the network. Cassaro was previously the President of Cable Advertising Sales at NBC Universal.

El Rey is a partnership between Rodriguez and FactoryMade Ventures, led by CEO Jon Fogelman.